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Abstract

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(Higher Education Abstracts publishes abstracts exclusively. Therefore, to see this abstract, please click the “View Full Article (HTML)” or “Get PDF” link.)


Alumni Relations

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Alumni Expectations. Currents, 2013, 39 (May-June) pp. 18-26.

In this section, the first article describes the attitudes of recent graduates as less grateful to their alma maters and more prone to think that their schools owed them. This sense of entitlement stems, to some degree, to the much higher cost of higher education in recent years. The second article discusses how to handle disgruntled alumni.

Public Information

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Clayton, M. J., Cavanagh, K. V., & Hettche, M.Institutional Branding: A Content Analysis of Public Service Announcements from American Universities. Journal of Marketing for Higher Education, 2012, 22 (July-December) pp. 182-205.

A content analysis was conducted of the public service announcements from 111 colleges and universities, broadcasted during televised football games. The most common themes reflected in the announcements were the scenic beauty of the campus (53 percent), people working in laboratories (51 percent), athletics (46 percent), performance arts (37 percent), international reach (34 percent), students in the classroom (34 percent), graduation (22 percent), belonging (22 percent), and history or nostalgia (16 percent). (70 ref)—Department of Marketing, American University.